13th Jun 2018

Krispy Kreme relaunch in Selfridges Birmingham

Krispy Kreme, the creator of the ultimate indulgent doughnuts, has officially re-launched its concession in Selfridges Birmingham, with a UK first.

It is opening a new space with seating within Bullring department store, featuring a vintage-style Rocket caravan, made locally in Kidderminster, Worcestershire – the first to be built on-site in the UK for Krispy Kreme.

There will also be seating for 30 diners wanting to enjoy a freshly made doughnut, a refreshing chilled drink, milkshake, tea or coffee at the concession on level 1.

Krispy Kreme opened in Selfridges in 2005 and has sold a staggering 5.6 million units since, said head of operations Richard Latham.

“Birmingham loves Krispy Kreme, so we’re very excited to bring our unique Rocket caravan and introduce our new space in Selfridges,” he said. “As before, it will feature all of our favourite lines, as well as seasonal specials and, of course our uniquely blended coffees, which are the perfect complement for our doughnuts.”

Sam Watts, general manager of Selfridges Birmingham, said: “We’re thrilled to have the one-of-a-kind Rocket caravan in store, which is a visually striking addition to our food court on level 1, and are looking forward to seeing it once it is open and am sure that our customers will love it, too.”